Inherent in the decision between implementing a busway and rail branch are perceived or expected land-use impacts attributed to each mode. External to the decision-maker, time and market generally influence land patterns more than modal choice. Unfortunately, perceived impacts related to mode choice exist in the mind of decision-makers and frequently control the mode selection process. This paper examines the land-use assumptions and perceived impacts formulated during a busway versus rail branch alternative analysis in Atlanta, Ga. The principal assumptions utilized in the decision-making process are described and analyzed. Deficiencies in the process are identified and means of improvement are presented.